Adcetera worked quickly to meet a firm deadline for the project: In late April 2019, KBR reclassified as a technology company on the New York Stock Exchange, and the accompanying brand and website were needed to simultaneously launch to the world on May 3, 2019.
What Adcetera produced was much more than a new website. It was a digital experience platform that enhanced customer focus, enriched the brand experience for prospective clients and employees, and it laid the groundwork for delivering personalized content — all within one of the most technologically advanced websites in the world.
Customer-focused messaging and engagement
Offering one content model for a complex mix of services and solutions across multiple industries and countries would fail to drive satisfactory engagement with all visitors. To solve this, Adcetera developed a plan to study website analytics and user data as a basis for implementing 100% personalized content after the initial site launch. When fully deployed, this integrated capability will strengthen the brand and increase engagement by creating intuitive connections with visitors’ needs and interests, no matter their industry.
A customer-centric approach
The content structure and the brand voice on the previous KBR website did not match current practices at KBR, which presented a sizable communication challenge. Through detailed discovery, analysis, and strategy, KBR and Adcetera worked to develop a customer-centric approach — redesigning the information architecture and reshaping the brand voice on the website to better align with customer wants and needs. This led to improved usability and a solutions-based experience for every user.